This is a review of an excellent book that I was asked to review by the I-K Synod. I would highly recommend this book for all leaders in ministry.
When was the last time you performed a communication audit of the congregation or ministry that you serve? I know merely mentioning the word “audit” can send chills up your spine, but a communication audit nothing like the tax variety. A communication audit is simply evaluating all forms of communication. In her book, Reaching Out in a Networked World, Lynne Baab strongly encourages congregations to regularly evaluate all forms of communication to make sure they are consistent with its values and identity. This is a great book for congregations in a wide variety of settings. It doesn’t matter if the congregation you serve is large or small, stuck using equipment from the early 1980’s or is on the cutting edge of technology, there is much that can be gleamed from a careful reading of this book.
Before you read this glowing review, it might be helpful to understand where I am coming from and why it had such an impact on me. When asked to review a book on the changes in communication and how they are impacting the church, I was initially excited because this is a topic that has been of interest to me for many years. In college I majored in computer science, and still dabble in designing church websites, so I assumed that this book would have very little new information to add to my previous research. While I am not the type of person to run out and buy the latest and greatest gadget, I do stay current on what is available. So imagine my surprise when I started reading this book and instead of skimming each chapter, I found myself pouring over each page. This book is not just written for the techno savvy because the ideas are presented in such a way that anyone can understand and apply them. In general churches usually fall into groups: they are often accused of being “behind the times” when it comes to communication (after all, it wasn’t until Luther that the scriptures were in the language of the common people) or churches jump to using a new form of communication without fully thinking through the consequences. This book will connect with congregations in all situations.
One strength of this book is that it takes a holistic approach to the communication of the church. It begins by discussing the different ways we communicate through the printed materials on a weekly basis. For example, what values do you convey through your newsletter? “Everything about a congregation speaks of its values and its identity. A congregation’s heart and soul is communicated through words, photos, actions, programs, architecture, décor, the arts, and countless other aspects of congregational life (pg 161).” It becomes quickly apparent that Dr. Baab has a wealth of experience for how churches can convey their identity effectively in all mediums. These values are not only the words on the page, but are affected by the visual appearance of the communication through the use of fonts, graphics, and style. The book also includes guidelines for avoiding problems with e-mail and helpful advice for using a projection screen during worship. Many churches have started using some form of video projection during worship simply because the “successful” churches in the area are using it. Baab argues that while there are benefits to using this form of communication, there are many pitfalls as well. The same can hold true for the church website. If it does not communicate the most important aspects of the ministry, then it is less than helpful.
The most influential chapter of this book was the chapter on online community. In this chapter Baab discusses how social networking sites are changing the church. Originally, I thought that sites such as facebook.com or myspace.com were a novelty for reconnecting with long lost friends or staying connected with family that lived out of town. However, after reading this chapter, I re-examined the use of this tool. While it can never replace face-to-face interaction, this can be used to strengthen and build community. For instance, I recently discovered a health concern of a member and was able to offer support. I could also see what support the community was providing for her.
This book provides thought-provoking questions to guide your reflection to the right form of communication for you and your context. The next time you find yourself struggling to effectively communicate, please consider picking up a copy of this book and learn how to communicate the heart and soul of what God is doing through your congregation.
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WadePosted: February 19th, 2009 under Family.
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